Your brand is trending for the wrong reason.

Triage in the first hour

• Where it started, who is amplifying it, and whether reporters have picked it up.
• Whether the core complaint is accurate, partly accurate, or false.
• What your own accounts, employees, and executives should and should not post right now.

When to delete, respond, or wait

Deleting a post usually becomes its own story, because screenshots last. Responding too fast with the wrong tone can turn a complaint into a pile-on. Waiting works only when the conversation is small and not reaching people who matter to you. We decide based on reach, accuracy, and who is watching.

Review waves and coordinated pile-ons

A sudden wave of reviews or replies is not always organic. We look at timing, account patterns, and repeated language to tell genuine customer anger from coordinated activity, because the right response to each is different.

Escalating to legal or the platforms

Some content breaks platform rules or crosses into defamation or harassment. Where that applies, we work with your counsel on platform reporting and removal requests, and keep the public response consistent with the legal position.

When it moves from social to the press

Social crises become media crises when a reporter calls. We prepare the statement, the spokesperson, and the stakeholder messages before that call comes, so the story you tell is the same everywhere.